Help An Artist -written by Allen Johnston -the Music Specialist
As most people I support people that support me, so I have gone to a few music conferences as a spectator because one of my friends was either on a panel or asked me to show up. A recurring theme among conference attendees is the concept that radio stations and labels have a vendetta against new artists.
I hear things like "The labels are afraid to give me a deal because I keep it real" or "Radio won't give me a chance and my shit is HOT". Always something negative towards the label or station based on an idea that the artists' music is somehow different, new and breaking the current model or that it is as good as something that is a hit today. Over 90% of all conference attendees that I have heard want a major deal AND massive radio play.
Not once have I heard an artist say that there music is not up to par for commercial release. Or that they do not have the business acumen needed to market and promote their music to a level where they will be picked up by a label.
The music business is about money and radio stations or record labels only see your music as a way for them to make more money from their consumers. There has never been nor will there ever be a national HELP AN ARTIST WEEK. You must determine how you can help yourself, network with like minds and make your own money.
The majority of my readers figure that if you sell millions of records you will become extremely wealthy. Well if you don't OWN the company that manufactures, markets, sells and collects monies from records you will only receive a small portion or percentage of the sales. Major label recording artists normally make between 10% and 18% of the retail sale price on every CD of theirs that is sold. From this percentage any recoupments most be deducted. So if you sell $1,000,000 worth of product your share is $100,000. From your share has to be deducted that $50,000 advance you took, the $60,000 paid to the promotion company to promote your CD, the $65,000 spent on your 30 city promotional tour, the $30,000 owed your producer, the $10,000 owed to your manager plus packaging deductions, attorney's fees and anything else the label has "slipped" into your contract.
REALITY ONE - From the first Million dollars made you owe $115,000 or more after your $100,000 has been recouped.
Doesn't seem like a very profitable business at this point does it? Especially when you take into consideration that most new artist like to buy the accoutrements having a HIT record requires. Things like jewelry, clothes, cars and occasionally houses. I was on a video shoot for a new artist and his management team "borrowed" $500,000 worth of Cartier jewelry. I remarked that the ice and gold on his body could probably buy
But let's discuss a few ways to make money.
TOURING:
This is the quickest way to put cash into your account when your record is HOT and when it is not. Developing a strong stage show and keeping your act small and tight, not only will allow you to tour continuously but also allow you the freedom to build your fan base, promote your product and sell MERCHANDISE. Developing a strong fan base will keep you touring even after your video has been dropped, your single is not getting airplay and your record label has moved on to the next hottest act.
REALITY TWO - A small team will always make more money than the act that has an entourage. Besides the act on stage, one road manager is sufficient to not only handle the financial particulars, act's itinerary and sound requirements, but to also sell the acts merchandise.
MERCHANDISE:
Here is where a little investment can go a long way. There are several different types of goods that always sell at large and small venues alike. Color photos autographed by the act are the leading sellers. If you can have someone available to take photos on the spot with your fans you will make a lasting impression and more money. T-shirts are good however unless you have a unique logo or T-shirt design you may windup giving your shirts away to DJ's, fans and record store sales people. When working large venues almost anything that glows in the dark and makes noise will sell. Whistles, blowers, horns, clappers, etc just keep it inexpensive and cute.
REALITY THREE - There will be times when your merchandise sales will be larger than your show payment. Be prepared to budget your money wisely.
VIDEO/DVD SALES
Almost all of you reading this article are familiar with the touring act, that artist or group that has acquired a decent stage show and is on the look out for more dates. These are the prime candidates for DVD / Video creation. Start digitally taping your performances and reviewing these tapes. If you can afford to have a 2 or 3 camera shoot at a few of your gigs you will find that you now have some pretty spectacular footage. This footage can be edited into a long form music video (5 - 10 minutes) or into a full performance show (60 - 90 minutes). Now you have a product to start selling to the masses.
Utilizing the Internet you can place a small clip (2 - 3 minutes) of your show online and use this as a teaser ad to have individuals purchase your full length product. You can use SONICBIDS.COM, or AIRPLAYDIRECT.COM to place not only your mp3 files, but your music video into a format that you can send to potential booking agents, venues, distributors, publishers and potential buyers.
You can also place your music video on YOUTUBE.COM with direct links to your website and have potential customers buy directly from you. YOUTUBE.COM is a free service looking for DVD/Video material to place upon the Internet.
This DVD/Video project that you have created is also a perfect item to start selling within your show merchandise everywhere you perform. Of course if your show is WACK than your DVD/Video will be WACK and it won't matter anyway if you sell it or not, but for those interested in creating long lasting fans and continuous buying fans a DVD / Video project is the way to go.
REALITY FOUR - Online video usage will increase your fan base, your popularity and your revenue. Make sure that you place your footage on every available site for mass exposure.
ENDORSEMENTS
Every artist I've ever met has a burning desire to be selected to endorse a clothing line, automobile line or some product that gets a lot of television exposure. Endorsement deals on a National or International level are not easy to come by unless you have a major hit record speeding up the charts and a good amount of print and television coverage accompanying your record sales. The reasoning is basic; the major corporations only want celebrities that can influence the public to buy their products.
There are a few "up and coming" new artists that have received endorsement deals, but these deals were all based on the size of the publicity budget that the record label had committed to the artist prior to an endorsement deal signing.
You, as an independent artist can also find endorsement deals, but not necessarily on a National basis. Try working with people and businesses within your own demographic area, for example if you are a traveling Blues artist you may want to have a few suits created for you by a tailor in your town and in turn you will place the clothing company or tailors name on your print publicity, plus make sure their information is given out at everyone of your shows.
When shooting your album cover or creating your stage show try contacting a few companies in your home town for some "free" goods. I have personally gotten clothing, cosmetics, musical instruments, travel services and a VAN just by asking and making sure that I executed my part of the deal. Most people feel that Hip Hop artists are getting ALL of the endorsement deals, but Jazz artists, Blues artists, Spoken Word artists, R&B artists and even Gospel artists are being well represented within the endorsement community.
If you ask you will be surprised what people will give to entertainers just so they can become a part of your "magic".
REALTY FIVE - This is not a true revenue stream for the artist, but with the amount of money you can save, it allows you free up you're on hand cash for other ventures.
Remember that this is the Music BUSINESS and BUSINESS controls the Music Industry. Stop asking for HELP AND HELP YOURSELF.
Mr. Johnson is a feature speaker at the Radio Music Conference held in Albany, GA. Click here to register today for the next Southwest Georgia Radio Music Conference and here Mr. Johnson speak live.
